Recruitment has long been a persistent challenge for the transportation industry. Whether it’s finding skilled technicians, qualified drivers, logistics experts, or operational staff, the task has been difficult. The stakes are high—not only in terms of finding the right candidate but also in retaining them.
At a recent NationaLease event, Carli Kuntze, SVP of human resources, and Susan Baer, VP of talent management, both from Aim NationaLease, offered insightful recommendations to help transportation companies navigate the modern workforce landscape.
A key takeaway from their discussion? Effective communication is the cornerstone of both recruitment and retention. Yet in today’s workforce—spanning four different generations—communication isn’t a one-size-fits-all strategy. Each generation brings its own set of values, expectations, and preferred communication styles. Understanding and adapting to these differences can make or break your company’s ability to attract and keep top talent.
See also: How to grow a fleet workforce from the bottom up
Understanding the generational divide
Let’s start with the basics. Your workforce today may include employees from four distinct generational cohorts:
- Baby Boomers (1946–1964): Though many are nearing retirement, baby boomers still play a critical role in organizations, offering a wealth of experience and deep institutional knowledge. This group values structure and is often loyal to their employers. They prefer traditional modes of communication—think phone calls, in-person meetings, and memos. They appreciate clear protocols and are more likely to follow established hierarchies.
- Generation X (1965–1980): Gen Xers came of age during the rise of digital technology but retain many analog habits. They’re independent thinkers who often question the status quo. When it comes to communication, they appreciate face-to-face discussions and phone calls, but they’re also comfortable with email as a primary means of workplace communication.
- Millennials (1981–1996): Now the largest segment of the workforce (36%, according to the U.S. Department of Labor), millennials grew up in a digital world. They expect a tech-savvy, flexible work environment and thrive on feedback and engagement. While they are adept with digital tools, they tend to favor instant messaging, texting, and social media for communication. The downside to this cohort? They are known for lower loyalty, with research showing that nearly half expect to leave their job within two years.
- Generation Z (1997–2012): As digital natives, Gen Z has never known a world without the internet. They are the most technologically advanced generation to date and prefer communication through digital platforms like messaging apps, video calls, and social media. They are more likely to engage with organizations that align with their personal values.
Multiple cohorts require multiple strategies
The presence of four generations in one organization creates a complex communication landscape. According to an article published earlier this year in SHRM, Johnny C. Taylor, Jr., SHRM-SCP president and CEO, said, “Leading a multi-generational workforce requires flexibility, empathy, and a commitment to inclusivity.” This is particularly critical in industries like transportation, where real-time collaboration, safety, and compliance depend on clear and timely communication.
It would be impractical and incredibly time-consuming to cater to every individual preference. Instead, there should be an effort to find adaptable communication strategies that reach employees in the ways they best receive and process information.
HR professionals and operational leaders should take the time to learn their team members' communication preferences and leverage that insight to build stronger, more cohesive teams. This may involve offering multiple modes of communication for important announcements, investing in collaboration tools that effectively “talk” to each group, and creating opportunities for cross-generational knowledge sharing.
Embracing diversity, driving engagement
Companies that embrace intergenerational communication are more likely to find success with an inclusive, engaged, and productive work environment. It starts with recognizing that no single approach will serve the organization’s (or workers’) needs.
It’s essential that management, led by HR, be flexible and adaptable. In that way, leaders can bridge generational divides and enable every employee to do their best work. In a labor market where attracting and retaining talent has never been more critical, being able to effectively communicate with your workforce gives your organization a strategic advantage.
